Crowding, desconto promocional e privacidade do consumidor em restaurantes
Um Estudo Experimental
Keywords:
Crowding, Desconto promocional, PrivacidadeAbstract
Studies on crowding and promotional discounts have been recurring in the retailing, but conflicted results were found. In this study, we try to advance in the theory considering the level of consumer privacy in a crowded environment. The objective of this research was to analyze the effect of crowding and discount levels on consumer behavior with different levels and needs for privacy. Two experiments were performed and the total sample consisted of 196 consumers. In the first experiment crowding positively influenced consumer behavior in the intention to visit the restaurant. In the second experiment, the main finding showed that consumers with a high level of privacy need had a greater intention of visiting the restaurant when the environment is not crowded and the discount is lower 5% (versus 20%), in other words, they are willing to get a lower discount, but wants to keep your privacy in place.
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